Some agencies & clients have included...

Kaizen UCD had been set up by me and I have over 19+ years of experience worked for some well known agencies and clients.  Take a look at client references below the list of agencies/clients (though see my LinkedIn for a more up to date profile).

Rufus Leonard
Rufus Leonard

Logo of Rufus Leonard


Barclays PLC

M&C Saatchi (London)
M&C Saatchi (London)

M&C Saatchi is international advertising agency. I worked on a range of UX work for clients including 02, RBS/Natwest, Peroni Nastro Azzurro, RAF & Boots.

Lloyds Banking Group
Lloyds Banking Group

I have worked for Lloyds Banking Group as a Sr. User Experience Designer / Consultant. Working across their brands: Halifax, BOS and Lloyds.


LBi is a global marketing and technology agency, blending strategic, creative, media and technical expertise to create business value. I carried out UX work for Marks & Spencer and British Gas. is one of the UK's largest online-only fashion and beauty stores. I worked on the inital UX and the direction for Marketplace.

Virgin Media Online
Virgin Media Online

I worked on the UX of Virgin Media's Broadband, TV and Internet eCommerce site as well as the Double Broadband programme which was for the new customer and existing customer portals.

AKQA (London)
AKQA (London)

I have worked on UX projects for clients such as Barclays, Army MOD & EDF Energy.

What some clients have said...

Dan Dumitriu (Barclays)

Lead/Senior Visual UI Designer


Pav is an incredibly articulate, multi-faceted and knowledgeable UX professional with an impressive ability to work at a strategic level whilst constantly maintaining focus and attention to the minute detail. Pav is genuinely passionate about her work, and without a doubt one of the most dedicated and driven people I've had the pleasure to work with. Great person to have around in your team and I look forward to working with her again.

Duncan McCarthy

Digital Head of Online Customer, eCommerce at

Virgin Media


I worked with Pav over a few pieces of work, in particular the development of Virgin's speed doubling programme. Pav was practical, thorough, and coped well with quite possibly the most stakeholder review cycles I have ever encountered. This in particular was really frustrating for us and Pav not only delivered what was required but remained personable and easy to work with throughout - no sense of humour failures! I'd happily work with Pav again.

James Hart

Director at


Pav is very easy to work with; delivers when she says she will and, importantly for me, picked up an understanding of the business and my requirements really quickly, enabling her to hit the ground running.

  • Virgin Media Online
  • ASOS Marketplace (fashion)
  • Lipsy (fashion)
  • Marks & Spencer
  • Expedia
  • Virgin Atlantic
  • The AA
  • BBC
  • UWIC (University of Wales institute of Cardiff)
  • London Business School

UX work has been conducted for the following...

  • NTL Telewest Business
  • BT
  • Virgin Media
  • O2
  • Vodafone
  • BUPA
  • General Pharmaceutical Council (GPhC)
  • Reuters
  • Fidelity International
  • London Stock Exchange
  • World Federation of exchanges
  • Barclay s PLC (B2C & B2B)
  • RBS/Natwest
  • Lloyds Banking Group (Halifax,
    BOS and Lloyds)
  • The AA
  • Peroni Nastro Azzurro
  • British Gas
  • EDF Energy
  • BBC
  • RAF / Army jobs (MOD)
  • The AA
  • Royal Mail

Tipu Ali (Barclays)

BA/PM - HSBC Retail Banking and Wealth Management


I have worked with Pav on a global based corporate banking project (Barclays) and have found her very methodical and detailed orientated in her approach. Someone who is prepared to patiently listen each requirement in detail, discuss each attribute to its completion and then do the UX design. This approach from her has been very helpful in translating some very complex functionality into successful UX designs accompanied with detailed annotations and with zero issues from the business stake holders. 

With clear understanding of UX concepts and processes, it was a great working with Pav.I am sure she will always be an asset to any team she joins.

Clive Grinyer (Barclays)

Customer Experience Director


I worked with Pav on a highly complex project developing data visualisations for senior executive and analysts. Pay came into the project after it had started and I was greatly impressed by her ability to engage with the team and quickly embrace the issues. She has gone on to produce some excellent work that has resulted in a very innovative user experience. Pav is intelligent and conscientious and works well with the team and other designers. She is a pleasure to have around and I am delighted to recommend her as a clear thinking, pragmatic user focused designer.

Kristian Samuel-Camps (The AA)

Digital Transformation Manager


Pav and I worked together on a number of things, but most notably a big navigational redesign as part of the AA's digital transformation. She has impeccable analytical and design skills, and was key in taking the business through distilled models of complex information so clear decisions could be made. I couldn't recommend highly enough!

  • Lloyds Register

Sandra Lokas (Rufus Leonard)

Senior Project Manager


The best UX expert I have ever worked with - as simple as that:intuitive, analytical, studious, collaborative, resourceful, and above all great fun!

Lisel Barrett

Digital Project Director at M&C Saatchi Group


Pav has been a key addition to the M&C Saatchi Digital Hub team and her work on the Peroni Nastro Azzuro project has been excellent.


Her positive attitude and focus on detail is very accomplished. It’s great to have a team member who is constantly keen to ensure the highest deliverables can be achieved and are clearly thought through across all platforms.


Pav’s means of enthusiastically presenting both internally and direct to client is highly beneficial in ensuring everyone feels confident towards final delivery.


I’m very much looking forward to working alongside Pav on future projects and definitely recommend her.

Liz Waldon

eBusiness Director at Fidelity International


Pav worked on a user experience project at Fidelity. I found her work to be of high standard, she quickly grasped the complexities of the financial scenario, and was a pleasure to work with.

Who is Kaizen UCD

Kaizen was founded and is led by me, Pav Chahal.  With over 19+ years of experience in User Experience led projects (from product development to website and interface architecture) I have worked with a range of industries and clients. 


Kaizen UCD is a small run setup because I have consciously choosen to hire in the right personnel (design, technology and build) if required, or work on my own.

Get in touch to find out more

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